visual design using elements of walikan malang language · will accept the connotation in a text,...

Visual Design Using Elements of Walikan Malang

Language

Zulfikar Sa’ban 1, Didit Widiatmoko Soewardikoen

2

1Universitas Mercu Buana, Indonesia 2Telkom University, Indonesia.

[email protected] (Zulfikar Sa’ban), [email protected] (Didit Widiatmoko Soewardikoen)

Abstract Malang City, in addition to having a distinctive culinary meatball. Malang is also famous for its distinctive

language, the language of the walikan Malang is well-developed and still preserved by the people of Malang. The applica-

tion of walikan Malang language elements on the merchandise design is growing into a popular visual culture as a medium

of communication. In the further development, today the language is widely used in various media information by govern-

ment, business actors, and the general public. And there are also on print media and electronic social media. The focus of

the study in this research is to observe the visual design using walikan Malang language elements, which today has become

a popular visual culture, especially on the product design of t-shirts that are part of a typical merchandise from Malang city.

This phenomenon is interesting for the study because there are visual designs that make use of local knowledge, and there

is also a process of transition of art form, from the form of language (walikan language) to another art form (visual design).

In a broader sense, the term may even include the conversion of various types of science into works of art. For that, the

research problem proposed in this research are: (1) How to design visual by using local knowledge (language of walikan

Malang); and (2) How is the concept of developing the form/formulation of intersection between visual design meanings

with verbal language (walikan language) technically.

The purpose of this research is to find out that visual design can be developed with local knowledge, in this case is walikan

Malang language. The method that will be used in the study of visual design model by using walikan Malang language el-

ement is using qualitative paradigm by trying to build meaning about a phenomenon based on the views of the participants.

Identifying a culture-sharing community, then examining how the community develops different patterns at one time (eth-

nography). By observing the behavior of the participants by being directly involved in their activities. Data in this research

are library data and field data with the collection procedure through observation, interview, and documentation. The results

and objectives of this study are expected to provide benefits for producers of T-shirt in SMEs (Small Medium Enterprise)

to develop its visual design using walikan language, and can provide input for the city of Malang that in delivering the pro-

gram/message to the public can be more optimal when using visual design with walikan language.

Keywords visual phenomenon, walikan language, form development.

1. Introduction

Visual design phenomenon by using elements of walikan

language in the city of Malang is well-developed and still

preserved by the community. The design phenomenon by

using elements of Walikan language then became a popular

visual culture as a visual medium in the transformation of

the use of verbal language to the visual form. Language is

closely related to the community in its activities. Two

things are interrelated, as well as the existence of visual

design phenomena by using elements of this Walikan lan-

guage in Malang society. The typical language of Malang

society has a characteristic that is by reversing the pronun-

ciation of the words from behind. This phenomenon of

walikan language is consistent with the opinion of linguistic

scholars that language as an arbitrary system of symbolic

sounds used by a group of community members to interact

and identify themselves (Chaer, 1994; 3).

Currently, the visual design using walikan Malang lan-

guage element has experienced a development in its use

which is applied by citizens in Product Design on various

media like in Merchandise. T-shirts as a part of Merchan-

dise are widely used and become popular as a medium in

using visual design with elements of walikan Malang lan-

guage.

The development of visual design by using walikan Ma-

lang language element is interesting to be studied and con-

ducted because there is a transition form of art, from lan-

guage (walikan language) to another art form (merchandise).

This transition also includes translation, adaptation, transfer

and alteration activities. This transition is also defined as a

medium used to express, attain, or exhibit ideas or feelings.

In a broader sense, this term may even include the conver-

sion of various types of science into works of art (Damono,

194Copyright © 2018, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Advances in Economics, Business and Management Research (AEBMR), volume 414th Bandung Creative Movement International Conference on Creative Industries 2017 (BCM 2017)

2016; 13). It is also used as a bridge in parse the transition

from walikan language into this visual form.

The use of walikan language is also found in other cities

in Indonesia such as in Yogyakarta which is of course with

its distinctive characteristics and characters, where Jogja

reverses the characters ha-na-ca-ra-ka with its own revers-

ing system. But, in its use is not similar that occurred in the

city of Malang that can grow more popular and still pre-

served by the people until now. Visual design which incor-

porated walikan Malang language element today has been

manifested in various visual forms on various media and

creative products that can easily be found.

Previously, there are also some similar research on this

walikan language, but the emphasis of the research is lim-

ited to the review and study of its language structure. While

the study of visual design using the elements of walikan

language, its transformation and its use in the visual form

has not been much discussed in particular, it becomes nec-

essary to make further study of visual design by using ele-

ments of walikan language that is is expressed on various

media and merchandise, T-shirts are widely used and be-

came popular as a medium in the transformation of the use

of verbal language into this visual form. So, hopefully, this

research can give benefit for the producer of T-shirt in

SMEs to develop its visual design by using walikan lan-

guage, and can give input for Malang city government that

in delivering program/message to society can be more op-

timal when using visual design with walikan language. And

it can open the possibility of providing and adding reper-

toire of knowledge in the field of fine arts and product de-

sign.

2. Theoretical Review

There are several theories that can be used in performing

visual design analysis using the walikan Malang language in

addition to using the introduction theory that is Adaptation

theory which has been submitted at the beginning of writing.

The method of analysis used in the interpretation of verbal

and visual language in this analysis one of them using the

theoretical approach of denotation and connotation meaning

pioneered by Roland Barthes, which at the time of reviewing

the sign system not only adhered to be able to get the primary

meaning/denotation but also to get it through connotation

meaning. As well as with a cultural code approach by Roland

Barthes, the cultural Code involves or implies the knowledge

possessed by the reader (Udasmoro, 2007: 354). The reader

will accept the connotation in a text, this code is a reference

text to the objects that have been known or codified by the

culture.

After the meaning of denotation and connotation, fol-

lowed by the myths proposed by Barthes, is the second sign

of the second order which is built on the principle of con-

notation. Relating to the dominant ideologies at the moment

the sign is interpreted, so the society will take it for granted

without any fight.

This theoretical approach is used to know the meanings

contained in a sign in this walikan language or interpret the

meaning at the time of transfer of the adaptation to the visual

form so it is known how the communicators construct the

message. The concept of meaning is inseparable from certain

perspectives or values as well as cultural concepts that be-

come the realm of community thinking in Malang where the

process of adaptation process takes place. This approach also

studies the conventions that allow these signs to have

meaning (Kriyantono, 2007, 261).

A word can be a sign, as well as with other visual objects.

Literary works, films, pictures, buildings or bird songs can

be considered as a sign. The approach to drawing from

Barthes is sufficient to see the phenomenon of visual design

in current developments.

A similar approach is also used to analyze the meaning of

verbal language into this visual form that is related to com-

ponents in the process of creation of artwork. There are three

components in the process of creating art as the foundation of

work. The three components are theme, form and content.

Although theoretically they can be separated but in fact these

three components are an inseparable unity (Kartika, 2016; 5).

First, Themes, in a work of art, it can almost certainly that

there will be the theme or subject matter, which is the core or

subject matter generated as a result of the processing of

objects (both natural objects and image objects) that occur in

the idea of an artist with his/her personal experience; Second,

Form, form is an organization or a unity or composition of

elements supporting the work. There are two kinds of forms:

the first is visual form, which is the physical form of a work

of art or a unity of the supporting elements of the artwork.

The second is special forms, the forms created by the exist-

ence of a good relationship between the values emitted by the

phenomenon of its physical form to its emotional awareness

response; Third, Content or Meaning, content or real mean-

ing is the psychic form of a good believer. The believer of

experience meaning of inner life will be aware of the variety

of possible aesthetic forms, which can accommodate and

spur the creation of various meanings and values.

This theoretical approach is used to help in sorting out the

object of study (brand T-shirts) which are quite diverse in the

community, based on the three components, namely based

on the theme, form and content contained in the object of the

shirt. Some of the themes that are quite often used as design

themes in this Walikan language t-shirt are: (a) the theme of

the activities of the Arema football club supporters; (b) the

theme of Malang culinary; (c) the theme of transportation; (d)

identity of Malang City; (e) the theme of tourist attractions;

and (f) the language of everyday social expression.

3. Method

The method that will be used in the study of visual desi

gn model by using walikan Malang language element is

using qualitative paradigm by trying to build meaning ab

out a phenomenon based on the views of the participants.

Identifying a culture-sharing community, then examining

how the community develops different patterns at one ti

me (ethnography). By observing the behavior of the parti

cipants by being directly involved in their activities (Cre

195

Advances in Economics, Business and Management Research (AEBMR), volume 41

swell, 2017, 24-25). In understanding human behavior, th

e researcher uses steps in ethnographic methods that offe

r one way to discuss the reality of meaning, according to

the ethnographic goal is to understand the human family

(Spradley, 1997; 16). Using the theory of adaptation the

ory as an introduction to the subject of transformation/ad

aptation of verbal to visual. Using the approach of visual

data analysis, the stages of describing and interpreting i

mages. Visual analysis required the process of observatio

n, which is different from the process of viewing the usu

al (Soewardikoen, 2013; 39). Using the theory of Roland

Barthes to discuss the signification meaning, as well as

using the approach of artistic creations, to discuss the co

ncept of art creation.

4. Result and Discussion

In this section, the researchers will discuss about how the

existence of object research in the form of visual design that

is designed by using local knowledge (walikan Malang

language). From the observations made by the researchers to

the field, we encounter many object studies in the form of

visual design that uses elements of this walikan language are

currently widely used by various elements of society. To

facilitate the explanation, the researchers have created cat-

egories of object based on the study found in the field as

follows:

a) Visual design that uses elements of walikan

language, used/made by the general public.

b) Visual design that uses elements of walikan

language, used/made in electronic social media.

c) Visual design that uses elements of walikan

language, used/made by the company as a media

campaign.

d) Visual design that uses elements of walikan

language, used/made by Malang city government

agencies.

e) Visual design that uses the elements of

walikan language, used/made by the producer of

t-shirts in SMEs

Some visual design which incorporated visual elements

on the t-shirts will be taken as examples of the discussion in

this study. As the researchers found from the results of field

observations, there are many independent creative business

or SMEs (which are mainly producers of t-shirts in the city of

Malang), especially those who incorporated many elements

of walikan Malang language. Then, the selection of the study

object is based on the criteria determined by the researchers,

which is the producers of t-shirt who have official out-

lets/workshops. This selection aims to help the researcher to

find the valid data and maintain the consistency. Then, the

researchers also determine the producers of shirts that have

official outlets/workshops as follows:

(1) Soak Ngalam;

(2) Osob Kiwalan;

(3) Oyi Sam;

(4) Soak Ayas;

(5) Arema Fashion;

(6) Walikan.

Here are the t-shirts manufacturer's logo:

The themes used by the producers of t-shirts are mostly

about the activities of football club supporters of Arema,

about culinary in Malang, about transportation, about the

sights, regarding the language of everyday social expression,

and about the identity of Malang. Here is described further as

an example, one of the products of SMEs, the producer of

Osob Kiwalan T-shirts that uses the theme of identity in

Malang City.

Example of the t-shirt design and explanation

196


Figure 1. Source: osobkiwalan.com

Transformation of walikan language to visual form

There is a saying: “oket ngalam with love‟ or in reverse “teko

malang with love” which means from Malang with Love.

Denotation Sign

There is a light green background on the top and dark

green bottom of the composition of the image that forms the

silhouette of an apple. There are also some decorative ac-

cents on the side of the background such as Javanese tendrils

or similar to a branch of a tree. At the center of the picture

there are some illustration, consisting of Malang Monument

image of black and orange colored with ray effect from the

back, and framed by two hands with the position of closing

the fingers of both hands to resemble the shape of the heart.

Connotation Meaning

In the composition of the picture, there is a form of ap-

ple-like background that is meant that the city of Malang is

identical with apple fruit. In the middle, there is an icon of

the city of Malang, which is the monument that located right

in front of Malang City Hall. And two hands that approach

and form the heart is the embodiment of the word "with love"

at the bottom of the hand drawing.

Myth, which refers to culture:

The people of Malang City are always open for anyone

who come to visit this city. No need to worry about Malang

because it is not similar to Jakarta which is sometimes al-

ways represented as harsher than one's stepmother. Life in

Malang is relaxed; therefore, the people are also relaxed.

Hospitality of Malang people cannot be denied. Just do not

expect courtesy, gentle and Javanese speech such as Kromo

Inggil (which are mostly used by people of) Jogja and Solo,

but that does not mean they are not polite. The way Malang

people talk sometimes more similar to a person who speaks

out everything frankly and often use a high tone. But they do

so not because they are being angry, that is actually the form

of Malang-style hospitality, which is sweet in its own way.

Figure 2. Source: osobkiwalan.com

Transformation of walikan Malang language to visual

form

There is a saying which is “ngutap ongis ngalam‟ or “patung

singo Malang” which means a lion statue in Malang.

Denotation Sign

There is writing, "ngutap ongis ngalam" which uses solid

sturdy typography. The words "ngutap" and "ngalam" are

smaller and use a blue color, while the words "ongis" larger

and using white color. The main object of the illustration

draws a resemblance of a three-tailed lion animal with var-

ious positions using a golden yellow color. And it stands on a

place or rocks that use blue color.

Connotation Meaning

The writing "ngutap ongis ngalam" which means the lion

statue of Malang explains that the object in the t-shirt design

is a statue which is in Malang City. The lion statue shows

that Malang city is identical with this lion logo. While the

golden yellow color resembles the original color of this

animal skin, while the blue color of the rock is representing

the color of greatness or uniform color of the Arema Malang

team.

Myth, which refers to culture

The symbol of the city of Malang, first used and estab-

lished in 1937, is a blue shield, with a red yellow gold crown

underneath, and being carried by two lions standing on two

legs, and yellow gold with its tongue protruding. Inside the

shield which is held by the lions, there is still a lion that has a

yellow gold color. And behind it, there is a white lotus with a

197


long stalk, and a valley of plantations. At the bottom of the

lion is a blue ribbon that is gripped by both lions and there is

a slogan that reads: "Malang Nominor Sursum Moveor"

which means "Malang Is My Name, Moving Forward is My

Goal" (Widodo, 2015, 485). So, it can be understood that the

city of Malang is identical with a lion and the color of its

greatness is blue, which is finally used by the team of Arema

Malang with lion as its logo and blue as the color of their

uniform, up to now.

5. Conclusion

Visual design which incorporated elements of walikan

Malang language is growing quite well in the form of visual

(merchandise), especially on the media of t-shirts. The pro-

cess of adaptation technically can be observed through the

fact the many things can be used as the theme of t-shirt de-

sign as in the previous discussion. Although there is still a

possibility, there are other themes that will continue to be

developed by the designer of t-shirts walikan Malang in the

future. The category based on the theme used is very im-

portant because in Malang today there are many merchandise

products, especially t-shirts that use Walikan language as its

design theme.

The themes in general and from the technical side can be

transferred and adapted into the visual form because when

viewed from the signs of denotation in general the shirt

designs use or utilize forms, illustrations drawings and ty-

pography that is close enough or quite popular with the

people of Malang as for example: picture of Arema team

supporter, form of apple, drawing of a meatball, coffee, icon

of crazy lion (singo edan), which is already very identical

with the society of Malang city. But, there is still a gap when

the adaptation of these works when they are being inter-

preted in connotation meaning, some gaps that appear for

example about the color that is less in accordance with the

intent, illustration of images that are technically less clear,

the color combination of the basic colors of t-shirts with the

colors contained in the image design, as well as the selection

of types of typography combined with graphic accents as

well as a combination of size typography with the field of

t-shirts and proportion with the overall image design. Gap in

technical terms is quite disturbing when the design will be

interpreted as a whole connotation.

From the finding, it is expected to provide an overview in

knowing the visual design which incorporated a local

knowledge walikan Malang language), and understanding

the concept of development of form/formulation of inter-

section between the meaning of visual design with verbal

language (walikan language) technically.

ACKNOWLEDGEMENT(S)

The researchers would express appreciation and thanks as

much as possible on many parties which helps this research,

there are: Author of book of 100 years of Malang, Owner of

Malang Malang Tempo Doeloe, Illustrator/comic art-

ist/designer who incorporated the walikan language, Own-

er/Manager of T-shirts manufacturer, Promotion/Public

Relations Division which use visual design with Walikan

language, and Malang City Government (including the de-

partment of landscaping and urban planning department, and

tourism office).

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